Repositioning The RockNiharika Shah, Vice President, Strategy & PlanningPrudential Financial

February 7, 2012

Who is PRU?

True or False?

A company that attracts top talent?

70% of affluent consumers have a favorable view of the brand?

#2 in Fortune’s World’s Most Admired insurance companies?

The industry pioneer in variable annuities?

64 on Fortune 500 and climbing?

One of the top-performing financial stocks of the decade?

One of the world’s largest asset managers?

The Challenge.

The campaign.

Brief: Inspire Confidence

Expression: Bring Your Challenges

Purpose: A financial world that works smarter for everyone

Objective: Force Reappraisal

The Opportunity.

7

DEMONSTRATINGA VISION

ENGAGINGIN INNOVATION

ACHIEVINGBRAND UBIQUITY

BEINGRELEVANT

ESTABLISHINGAN ECOSYSTEM OF TOOLS

Five behaviors of dynamic brands.

Demonstrating a vision.

Engaging in innovation.

Engaging in innovation.

Being relevant.

Achieving brand ubiquity.

Results.

Smart distribution.

Views by Creative Paid Views Organic Views Paid + Organic Views

Shares Share Rate Completion Rate

% Organic Lift

Nadine 1,080,185 310,722 1,390,907 1,692 0.16% 34.6% 29%Gary 780,493 78,837 859,330 289 0.04% 32.1% 10%Mujahid 730,227 87,974 818,201 237 0.03% 36.2% 12%Linda 719,319 78,426 797,745 299 0.04% 36.6% 11%Hermann 695,270 74,593 769,863 209 0.03% 32.9% 11%Total 4,005,494 630,552 4,636,046 2,726 0.07% 16%

Moving in the right direction.

Been Around a Long TimeStrong Brand NamePositive Reputation

Thought LeaderWide Range of Products

Strong and StableStrong Investment Research

My Clients Can TrustProvides Guarantees Clients Appreciate

Disciplined Investment ProcessConsistent Investment Performance

Helps Clients Face Future With ConfidenceHighest Ethical StandardsUnderstands Client Needs

Has My Best Interests In MindContinues to Develop New Products

Superior Performance Across Asset ClassesAn Essential Partner to My Business

3.50 4.50 5.50

Nov-11May-11

A dynamic and iconic brand.1st 2nd

6th

3rd

8th

5 takeaways.Impressions Engagement

Content deliveryContent creation and

distribution

Share of voice Share of choice

Persuasive messages Casual interactions

Challenge Opportunity

Questions?